This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK. View Summary

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.

In the early 1980s, opticians were closer to GPs than business people, until The Opticians Act 1984 allowed qualified opticians to advertise for the first time and started the push towards opticians becoming more like retailers.

Having invested nearly £500m in advertising over 30 years, Specsavers commands a dominant share of voice and consistent revenue growth.

Specsavers' has used a strategy of continuous presence at relatively high spend levels, a broad appeal, commitment to humour as an advertising tool and distinctive, familiar brand assets that build memory structure.

This has all contributed to £1.1bn of incremental profit over 30 years.

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand. View Summary

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.

Renault, a mass-market, mid-range automotive brand, was losing sales through UK consumers' recession strategies, so decided to introduce its "value" brand, Dacia, which was formerly state-owned by Romania.

The combination of low-cost and eastern European origins stigmatised the brand in the UK, and before it had even been launched was already the butt of many jokes.

The launch campaign used communications to make people proud of, not embarrassed by, their choice, by poking fun at traditional car advertising and championing no-nonsense frugality instead.

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria. View Summary

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria.

Hornbach wanted to create a product that would engage DIY enthusiasts in the campaign, and so launched a hammer made of tank-armour steel.

An integrated brand communication strategy ran in six phases, from teasing through social media, microsite sales and pop-up shop sales.

The hammer sold out in 2.5 hours from the online shop and all hammers were sold in Germany and Austria in 3 days, â€“ Hornbach' s growth outperformed the DIY store sector by 5.5%.

This case study explains how Challenger, a financial services company in Australia, used empathetic storytelling to communicate rational benefits of a retirement product and give people peace of mind. View Summary

This case study explains how Challenger, a financial services company in Australia, used empathetic storytelling to communicate rational benefits of a retirement product and give people peace of mind.

The company was struggling with a little-known known product type - pension annuities - against larger rivals who had adopted marketing similar to its own previous campaigns.

After finding the target audience had moved from fearful to optimistic and wanting greater control, the campaign communicated three key benefits of the product in a series of animated 'fables'.

Sales of the product increased well above target in a year, including a reverse in decline of market share.

5

The Global Later Lifers Market: How the Over 60s are Coming into their Own

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Euromonitor Strategy Briefings, May 2014

This report discusses the growth of older populations in key markets, and the challenges and opportunities this presents. View Summary

This report discusses the growth of older populations in key markets, and the challenges and opportunities this presents. Many countries are facing challenges surrounding ageing populations, and later life poverty is increasing. However, there are also large numbers of 'healthy and wealthy' older people, who have considerable consumer spending power. For this group maintaining health, making the most of free time and keeping in touch with family are key priorities.

6

J.Jill Uncomplicate

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ARF Ogilvy Awards, Gold, Fashion & Style, 2014

This case study explains how J Jill, a women's clothing retailer, targeted female baby boomers in the US in this integrated relaunch campaign. View Summary

This case study explains how J Jill, a women's clothing retailer, targeted female baby boomers in the US in this integrated relaunch campaign.

The campaign built on the company's reputation for classic silhouette styles with an 'uncomplicate' message.

Running across TV, digital, social media and in-store, ads featured images of women in settings with family and friends, relaxed and comfortable.

A special campaign ran around Mother's Day, including a competition which invited story submissions around the 'uncomplicate' theme.

As a result of the campaign the company improved its brand metrics and engaged, and increased sales - including the highest sales month in the company's history, at the same time as competitors experienced decline.

7

Croots rebrand

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Design Business Association, Gold, Design Effectiveness Awards 2014

This case study describes how a new brand, Croots, was created for AC Supplies, a English maker of canvas and leather bags and accessories. View Summary

This case study describes how a new brand, Croots, was created for AC Supplies, a English maker of canvas and leather bags and accessories.

The brand identity needed to represent English provenance, craftsmanship, quality and value for money and its design was inspired by marquetry found on shotgun barrels.

The launch of the new Croots brand was supported by a new product brochure, website for both consumers and trade, branded products and additional point of sale.

The Croots brand has led to a 35% increase in sales, outperforming the market by 686%.

This case study describes how Polident, a denture adhesive brand, created a singing competition for seniors in Malaysia in order to increase sales. View Summary

This case study describes how Polident, a denture adhesive brand, created a singing competition for seniors in Malaysia in order to increase sales.

The company found that many seniors did not accept they needed a denture adhesive, and did not realise some of the processes associated with natural aging could be avoided through use of the product.

The televised singing competition celebrated older people, demonstrating they could still achieve.

Brand messaging was incorporated into the shows, with functional ads in the breaks.

This became the most watched TV programme amongst over 35s, resulting in strong brand ambassadors in the form of contestants, a 132% increase in product trialists, and a 77% increase in total sales year on year.

Research into competitors revealed that many do not insure car parts which NRMA covers as standard.

This insight led to building a working car out of all the parts that other insurers don't cover, with this then forming the core theme of the campaign.

The campaign delivered 3,373,000 enquiries at an ROI of 129%.

At the same time, costs per call decreased 255%.

10

Steinlager: Believe

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Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2013

This case study describes how Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country's hosting of the Rugby World Cup (RWC) to engage drinkers and grow its equity, in spite of its rival Heineken being the official tournament sponsor. View Summary

This case study describes how Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country's hosting of the Rugby World Cup (RWC) to engage drinkers and grow its equity, in spite of its rival Heineken being the official tournament sponsor. Its approach was to tap into the tensions that the whole of New Zealand was feeling about its national rugby team ("The All Blacks") which, despite often being favourites, had only won the tournament once in the past. As a non-sponsor, Steinlager faced severe restrictions on associating itself with the RWC. Its solution was to reintroduce its can design from 1987, the last time The All Blacks had won the RWC. This packaging-led idea played centre stage across all touchpoints. The campaign almost doubled the number of brand "adorers" (from 5% to 9%).

11

Procter & Gamble: Proud Sponsor of Moms

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Effie Worldwide, Gold, North America Effies 2013

This case describes the US-focused elements of a global, corporate-brand-led campaign designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games. View Summary

This case describes the US-focused elements of a global, corporate-brand-led campaign designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games. The household goods company's objectives were to maximise the visibility and impact of its Olympic sponsorship (as measured against other sponsors), make adult women love P&G and drive $100m of incremental sales of its brands. The resulting emotional campaign was created to honour the role that mothers play helping their children to reach their full potential. This was executed across long-form digital content (via a series of online films), all major social media platforms and a tie-up with NBC that fed footage of moms watching their children compete into TV commercials. P&G's sponsorship out-performed rival sponsors, corporate equity measures improved among adult women and the campaign is estimated to have doubled its $100m incremental sales target.

12

Depend: The Great American Try-On ('SME-Manufacturer: Loyalty, Awareness, Sales or Trial' award category)

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Effie Worldwide, Gold, North America Effies 2013

This case describes how Depend, a manufacturer of adult absorbent underwear, countered both embarrassment and a 50% price premium over private-label alternatives to persuade American boomers encountering incontinence for the first time to try its innovative new products. View Summary

This case describes how Depend, a manufacturer of adult absorbent underwear, countered both embarrassment and a 50% price premium over private-label alternatives to persuade American boomers encountering incontinence for the first time to try its innovative new products. Depend's ranges were much less bulky than traditional alternatives, a core benefit communicated by 'The Great American Try On': a PR-led campaign that depicted younger, continent celebrities wearing Demand underwear and inviting others to do the same (as research showed that trial led to repeat purchasing). The campaign was deployed throughout the shopper journey, including pre-store sampling and in-store activity, as well as online activity on websites of retailers such as Walmart and Walgreens. Sales surpassed the $60m goal, with Depend's sales growth of 12.2% outpacing a wider category growth of 7.6%.

13

Depend: The Great American Try On ('Renaissance' award category)

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Effie Worldwide, Gold, North America Effies 2013

This case describes how Depend, a manufacturer of adult absorbent underwear, countered a 50% price premium and perceptions of being diaper-like to persuade American boomers encountering incontinence for the first time to trial its products. View Summary

This case describes how Depend, a manufacturer of adult absorbent underwear, countered a 50% price premium and perceptions of being diaper-like to persuade American boomers encountering incontinence for the first time to trial its products. 'The Great American Try On' was a product-trial marketing strategy that depicted younger, continent celebrities wearing Demand underwear and inviting others to do the same. TV spots began the campaign, followed by PR, social media and Demand's own website (from where samples could be requested). Sales surpassed forecasted goals and Depend's sales growth of 12.2% outpaced a wider category growth of 7.6%. Average monthly sample requests grew 720%.

This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history. View Summary

This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, its individual brands and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values: the 'Thank You Mom' campaign was created to honour the role mothers play helping their kids to reach their full potential. Ads featured the mothers of Olympic athletes, as well as the athletes themselves. P&G employed real-time optimisation to maximise effectiveness. The campaign's broader activation included 32 brands in over 50 countries; it recorded a 40% stronger brand equity performance than the 2010 P&G Olympic ads.

15

New approaches to ageing consumers

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Dick Stroud, Market Leader, Quarter 1, 2013, pp. 37-39

Demographic change - specifically, population ageing - is rapidly moving from a purely academic discussion to a mega-issue that affects all types of companies across the world. View Summary

Demographic change - specifically, population ageing - is rapidly moving from a purely academic discussion to a mega-issue that affects all types of companies across the world. Ageing effects can be divided into three groups - sensory, cognitive and physical - and their implications are far-reaching. Not just the products but the entire customer journey must be made age-friendly to be effective. This article analyses the physical aspects of ageing and advises on how marketers need to adapt their products and services.

The scale and complexity of switching the UK from analogue to all-digital TV presented a huge implementation challenge. View Summary

The scale and complexity of switching the UK from analogue to all-digital TV presented a huge implementation challenge. The fear of blank screens, which could derail the programme, was very real. The UK had to be 100% ready but success depended on providing information, help and reassurance to the last 10% of analogue viewers, many of whom were fearful of change. Working together, Digital UK and the BBC Switchover Help Scheme overcame that challenge by focusing on the people most marketers leave behind: older, disabled and minority audiences. The end result, beyond the large net benefits realised, was to transform a potential negative into a quiet success story. It is estimated the campaign returned £4.60 for every £1 spent.

GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia. View Summary

GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia. It learnt that denture users found activities like singing and eating difficult to enjoy because they were worried their dentures would fall out. However, as there were no products like denture adhesives in Malaysia, this made consumers sceptical of their benefits. As a result, they developed a campaign highlighting the benefits of using Polident by creating of a branded TV show Kilauan Emas (Golden Shine) with Malaysian TV channel Astro Prima. The show focused on singing and was aimed viewers over 45, providing proof that Polident helped denture wearers to sing with confidence. As a result, Polident’s growth tripled to 71% compared to 23% in the previous year.

Euro RSCG Worldwide surveyed 7,213 adults in 19 countries to better understand changing values related to aging, identify unmet consumer needs and uncover areas of opportunity. Key insights include the observation that, rather than shying away from growing old, more people are embracing their later years and the unique satisfactions they bring. Concerns related to aging no longer centre on physical beauty but instead focus on loss of autonomy. Consumption gaps are shrinking as people in older age segments continue to adopt and enjoy new technologies, products and entertainment options. How one ages - and even the manner in which one dies - is increasingly perceived as controllable rather than predetermined. This means people are feeling more pressure and responsibility for a satisfactory outcome.

19

Warc Briefing: Seniors

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Warc Exclusive, May 2012

This briefing offers an overview of the history, theories and key trends related to Marketing to Seniors. View Summary

This briefing offers an overview of the history, theories and key trends related to Marketing to Seniors. The report describes some of the many challenges to marketers selling to older consumers, such as the sheer heterogeneity of people over 50 as well as changing attitudes to communciations channels, product researching brand loyalty.

When Febreze entered the US marketplace, it was a one-of-a-kind product, capable of finding odours and eliminating them in fabrics and the air. View Summary

When Febreze entered the US marketplace, it was a one-of-a-kind product, capable of finding odours and eliminating them in fabrics and the air. But all too soon the competition caught up and consumers couldn't tell brands apart, due to both the similar-sounding product offerings and the generic actual advertisements. Febreze had to re-energise its brand by convincing people of Febreze's superior odour-elimination capabilities. Febreze launched the "Breathe Happy" campaign that uses real people to prove that Febreze freshness can triumph, even in the most unlikely looking of places. The advertising campaign was completely different from that done by any other brand in the category before, including Febreze itself. It gained attention, correct brand attribution and increased sales.

21

Polident Kilauan Emas: Breaking through the shame barrier and improving the lives of sceptical denture wearers

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Charu Aggarwal Harish, Warc Prize for Innovation, Shortlisted, 2012

In Malaysia, GlaxoSmithKline's Polident denture adhesive brand faced the uphill battle of creating a need that was non-existent in the consumer's mind. View Summary

In Malaysia, GlaxoSmithKline's Polident denture adhesive brand faced the uphill battle of creating a need that was non-existent in the consumer's mind. Often, wearing dentures turned people into social recluses out of fear their dentures might loosen when they were in front of other people - such as when they were eating in public. Unlike in the west, in Malaysia there were no existing products such as denture adhesives that addressed this issue. This lack of category context made Malaysians sceptical about the benefits of adhesives and created a reluctance to try Polident. Research showed the need for a platform that would provide a tangible demonstration of the product's benefits. 'Kilauan Emas' (Golden Shine) was therefore developed as a branded content TV programme focused on singing and aimed at people over 45. The programme tripled Polident growth from 23% to 71% and created history with Kilauan Emas becoming the most watched prime-time television programme among Malays aged 35+.

22

Ameriprise Financial: Future Campaign

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ARF Ogilvy Awards, Gold, Financial Services, 2012

Ameriprise Financial, the US financial planning company, was suffering from low awareness and a lack of trust following the 2008/9 financial crisis. View Summary

Ameriprise Financial, the US financial planning company, was suffering from low awareness and a lack of trust following the 2008/9 financial crisis. Its research revealed consumers no longer accepted the ideal of the "American Dream", and wanted truth and integrity from financial services providers. A Boomer-heavy "Responsible Mindset" segment of consumers were targeted with an integrated campaign, led by TV executions featuring the actor Tommy Lee Jones as spokesperson. The spots communicated key facts about Ameriprise's history of strength and stability, and also appeared online and through owned, retail media. Awareness of Ameriprise Financial's advertising increased 40% and its assets under management increased by 5%.

23

Chevrolet Silverado: There’s Life to be Done

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ARF Ogilvy Awards, Research Innovation and Gold, Automotive, 2012

US sales of Chevrolet's best-selling Silverado pick-up truck had been falling for several years, hit by a segment-wide decline, a lack of distinctiveness and tight financial contraints on its parent company, GM. View Summary

US sales of Chevrolet's best-selling Silverado pick-up truck had been falling for several years, hit by a segment-wide decline, a lack of distinctiveness and tight financial contraints on its parent company, GM. A comprehensive, three-phase research program sought to understand and reconnect the brand with truck drivers. This led to the "There's life to be done" campaign, which gave the Silverado an emotional and aspirational dimension beyond its historical role as a hard working truck for hard workers. The TV-led campaign was supported by digital, print, OOH and radio, and reversed the Silverado's decline, delivering the best sales and share gains in many years.

24

Milk: Latte Love

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ARF Ogilvy Awards, Gold, Shopper Marketing, 2012

The demand for milk has consistently and slowly declined, but one of the ways to increase its demand is by emphasising consumption outside of the traditional standalone glass. View Summary

The demand for milk has consistently and slowly declined, but one of the ways to increase its demand is by emphasising consumption outside of the traditional standalone glass. In the US, this opportunity came in the form of milk-heavy "latte" coffee, which represented the largest net positive driver of milk consumption. Research showed that the recession was causing consumers to do more at home, including make coffee-house-quality coffee. Additionally, consumers looked for easy ways to gain health benefits through food and beverage choices, but did not recognise the health gains from lattes. The key target audience for the program was women age 25 to 54. The campaign reminded shoppers to buy milk for homemade lattes, which were to be viewed as a healthy beverage instead of an indulgence.

This campaign, for the tourism agencies of the Newfoundland and Labrador regions of Canada, was targeted at sophisticated travellers looking for an unspoiled destination that was off the beaten track. View Summary

This campaign, for the tourism agencies of the Newfoundland and Labrador regions of Canada, was targeted at sophisticated travellers looking for an unspoiled destination that was off the beaten track. The two target groups were young urban professionals with no children and over-45s. An integrated ad campaign, beginning with a two-minute TV spot, pushed NL's UNESCO-certified attractions, including a national park. The advertiser also struck a partnership with TheWeatherNetwork.com, which involved targeted online ads being served to Toronto residents. Following the campaign, tourism revenues have risen consistently, with annual visits breaking the 500,000 mark for the first time in 2010.